Reddit is often described as the “front page of the internet,” but for PR professionals, it’s more like a town hall – raw, real and community driven. With over 100,000 active communities, better known as subreddits, Reddit offers a unique opportunity for brands to engage with niche audiences in meaningful ways. However, unlike other social platforms, Reddit demands authenticity, transparency and a deep respect for its culture.
For brands that want to see success navigating Reddit, here are a few best practices to keep in mind.
Reddit is not a broadcasting platform where you can solely post about your brand and its accomplishments – it's a listening one. Before jumping into conversations, launching campaigns or promoting your company, brands should spend time researching and observing appropriate subreddits. This means understanding what topics communities care about, the tone and style of communication and common interests that are relevant to the group.
This listening phase helps brands avoid missteps and identify where they can join the conversation. Using a social intelligence platform tool like Brandwatch can help you get an idea about what consumers in your industry are talking about and where you can add genuine value.
Every subreddit has its own rules, and Reddit as a whole follows a code of conduct known as Reddiquette. Violating these norms can result in posts being downvoted, removed or even accounts being banned.
Key cultural norms include:
Reddit uses a Karma system to reward users for valuable contributions. Accounts need to be at least 30 days old and have a minimum amount of Karma to create subreddits or post in certain communities. Karma is earned by posting high-quality, relevant content, commenting thoughtfully on popular threads and participating in niche subreddits with helpful, non-promotional insights.
Karma isn’t handed out with every upvote you earn, though. Instead, it’s calculated through Reddit’s own formula, which considers things like post Karma (points earned from submitted content), comment karma (points earned from community interactions) and awards/recognitions within the community.
For brands, it’s important to remember building Karma takes time. There’s no shortcut – spamming or self-promotion will backfire.
Reddit users are quick to sniff out insincerity. Brands should aim to be part of the conversation, not control it. This means sharing useful, engaging content (i.e., insights from media placements, e-books or customer stories), allowing comments on promoted posts, hosting AMAs (Ask Me Anything) to foster an open dialogue within the community and eventually (once enough Karma has been earned), creating a brand subreddit to build a community hub.
A good strategy for companies is to designate a spokesperson to interact on Reddit, which adds a human touch to their presence. People are more likely to interact with other people over brands.
To see success with Reddit advertising, brands must approach the platform with both creativity and candor. Rather than relying on generic banner ads or blatant self-promotion, the most effective campaigns are those that engage users directly by inviting them to participate in discussions, vote on new ideas or even shape the outcome of branded contests.
An important thing to keep in mind is that transparency is crucial, and ads must be clearly marked as sponsored. Reddit users are quick to identify brands that try to blend in deceptively with promoted posts.
Brands that listen to feedback, encourage two-way conversations and show a willingness to be playful or vulnerable often find their efforts rewarded not just with higher engagement, but with authentic brand advocates among Reddit’s user base.
Reddit is a powerful but complex platform for PR professionals. It rewards brands that are curious, humble and human while punishing those that treat it like just another marketing channel. By listening first, engaging authentically and respecting the community’s norms, brands can build meaningful relationships that can turn Reddit users into loyal customers and outspoken brand advocates.